Background
our client
RMIT Student Life HN is in charge of organizing student activities and clubs to enhance students’ experience at RMIT. They are also the main information portal for RMIT Students regarding Club Room and club events.
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RMIT Club Room is a common area for students to connect and feel proud of their achievements as the space displays RMIT clubs' identities and heritages.
our research
For qualitative secondary research, we collected data from October to December 2023 about perceptions of RMIT Club Room and its competitors through the Facebook pages of Student Life, Student Council, SAT, clubs, and RMIT official website, as well as virtual tours, campus visits, college students’ information portals, and social media.
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For quantitative secondary research, we accumulated information regarding Club Room’s online presence, Student Life’s social engagements, and campus event details through Facebook posts of Student Life, Student Council, RMIT clubs, RMIT Confessions, and RMIT Society Group. These data were within the last 4 years (2018-2022), while Fanpage Karma’s statistics were within the last 28 days (November 2022).
SWOT
Analysis
strengths
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High awareness among club members.
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Exclusive display of RMIT club culture.
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Relaxing environment: more lenient towards noise & eating.
opportunities
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Increasing number of new students per semester (200-500 pax) (RMIT Student Life 2022): more demands for recreational facilities by the time Club Room finish renovation.
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Gen Z’s preference for distinct & flexible communal spaces that support contemplative activities & adequate privacy (Susanti and Natalia 2018).
weaknesses
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Lack of Club Room promotions on Student Life’s Facebook.
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Weak presence among RMIT online community on social media.
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Low awareness among visitors and potential students: no mention in campus tour nor Welcome Day.
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Lack of activities & facilities for multiple clubs.
threats
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Strong competitors: More popular areas with specific purposes such as Breakout Space, REC, Sleeping Room, etc.
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Declining equipment quality due to a high number of students.
stakeholder map
positioning map
